Being sustainable is no longer an option, but a necessity for any organisation that wants to have a present and a future, regardless of its area or sector and its size.
We are seeing it in the hands of major brands and in international markets: sustainability as a benchmark value. Sustainable practices are increasingly demanded by consumers all over the world, which generates an adaptation of companies and the market.
Sustainability is beginning to be integrated no longer as a “green” add-on but as something that must be present in business development policies. After centuries in which we have focused on economic growth without understanding other parameters, it is now time to reformulate many schemes and modus operandi, which sometimes seem impossible. The energies of large conglomerates are devoted to studying how to develop new ways to grow better, in a healthier way for everyone.
How does this affect advertising film?
Advertising is the voice of brands. This demand from the public and the end consumer is reflected in the briefs of brands and agencies, which are executed by production companies in a final piece.
A key part of this is to develop creative ideas to communicate and promote sustainable practices. At the same time, these same clients (advertising brands) ask to work with companies that have integrated these values, thus complementing their own.
The APCP production companies are noticing this growing demand, mainly from clients in Northern Europe, the United Kingdom, Switzerland and the United States. For this reason, as in the case of our producers, we believe it is important to have a manual of good practices that includes which sustainability processes are applied in the work activity.
Is being sustainable expensive?
At the APCP, it is clear to us that not being sustainable is expensive in the long term. Perhaps in the short term “we can get by” but in the future, not being sustainable, as the word indicates, will not sustain us. Why?
– Looking at the evolution of the market, the demand for these good practices is growing more and more, so not being sustainable closes doors to future clients.
– It is true that having been born in a non-sustainable development model, making the change implies an effort, also economically: it implies investing in new resources that sometimes require materials with higher prices; it needs time and personnel to reformulate ideas, create new processes and communicate them. BUT… these materials, once in place:
- last longer,
- meet customers’ demands;
- and the integration of these values as part of the company generates practices that help to reduce, reuse and recycle, which also reduce expenses and costs.
The APCP encourages you to take the plunge, there are simple actions such as organising crew carpooling to a set or shooting location; partnering with suppliers that engage in sustainable practices; or having water purifiers in the office to encourage employees to bring their refillable bottle; that can have a big impact.
